Using information management to predict questions by customers

Using information management to predict questions by customers

In the service industry, service providers often receive the same questions over and over again. However, in the service industry it does not matter what question you receive, it all depends on your solution and communication of that solution. The service industry has changed from the back side of a company to the front end and flagship of a company. This claim is supported by Singh (2011), “the service industries these days involve the front end facilities, which help in serving the customers in order to clear the immediate needs and to make him comfortable for the other service demands.” In a more demanding economy, customers expect the service provider to help them immediately fix their problem.

From my experience as a helpdesk employee, clients often state the same question multiple times. With the current information systems, it might be possible to predict the question a customer will ask. For example, a new customer will be more likely to ask a basic question and can therefore better be redirected to a less experienced worker, so that a more experienced worker is available for other questions.

In a way, you would like to predict customer behaviour. One way is using the model explained by Optimove. Through this system, customer behaviour is tracked for a period of time and an analysis is created. However, it will be difficult to correctly implement this, since there is no knowledge about what a customer is doing at the moment they need the service desk. Therefore, such a model should never be leading in an organization but it can be used as an predictive model to decrease the time for a solution to be proposed. In my opinion, such a system would be extremely useful when implemented in a correct way and with the right parameters to perform the analysis.

Singh, K. (2011), What is the role of management information systems in the service sector, http://www.mbaofficial.com/mba-courses/management-information-system/what-is-the-role-of-management-information-systems-in-the-service-sector/

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